The story of Swatch is the story of a revolution. In 1983, the unexpected appearance of an affordable, Swiss made, plastic (!!) watch turned the watch world upside down. Suddenly, a watch was much more than a way to measure time. It was a new language, a way to speak from the heart without words. A Swatch watch was an expression of joy, a provocative statement, a warm smile delivered with a flick of the wrist. Today, the revolution continues: Swatch talks, and everyone understands. It wasn’t always that way.